Donors want to feel like their donation is moving the needle forward, and they want to see proof!
It's imperative that your campaign funds a specific project or initiative. For example, Historic Westside Gardens is a nonprofit in Atlanta that is combatting food insecurity by planting produce gardens in the homes of Westside families. If their campaign didn't have a specific goal, the message would sound something like this:
"Donate to end hunger in Westside Atlanta!"
Sounds fair enough, but it would be much more successful if they focused their campaign on a specific project goal:
"We want to plant 200 home produce gardens in the Historic Westside by this September. Support our project by donating a garden today!"
Can you see the difference?
When you have a specific plan or goal for your campaign, you can offer a variety of giving levels. No matter what level the donor gives at, they will feel like they are giving something tangible that pushes the needle forward.
So, in our Historic Westside Gardens example, we could promote these different giving options:
Identify a specific project or initiative you want to raise money for. Itemize the costs of the project into three different giving levels: High, Medium, Low.